5 mall-marketing traps to avoid

Sorina Negrila, 8 Apr 2010

Romanian version

Owners of Romania’s shopping centers place blame for the drop in sales on the decline in traffic, while retailers on weak marketing. Dan Cirstea, chief executive of United ad agency told Wall-Street what are five traps mall owners should avoid in their mall-marketing campaigns.

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5. Establishing objectives and traffic benchmarketing

Dan Cirstea (photo) managing partner of advertising agency United says one of the traps mall owners get caught in is establishing objectives and traffic benchmarketing (e.n: the imitation of an aspect of a business where it is seen to excel, such as supply-chain management, customer service, or any other aspect of a business).

“If you don’t have a traffic history, don’t try to compare your mall’s traffic and performance metrics to that of your opponents who opened their businesses in 2004 for example. Numbers are not relevant here!” said the head of United.

Cirstea recommends mall owners to evaluate the aspects of their marketing process in relation with the practices of their peers in the same period to get a clear picture of where the mall stands.

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5 mall-marketing traps to avoid

5. Establishing objectives and traffic benchmarketing

Article comments "5 mall-marketing traps to avoid"

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